Distribution is the key for almost all industries.

You can make the perfect drink, but if it’s not available within a 2-minute distance from where people get thirsty – then there is a big chance that they will not come to you to buy your product. Similarly, there is no point in creating the world’s best shampoo if it’s not available at every local store.

Tech companies do tend to see this differently – and somehow there is this school of thought that a good product brings users automatically – without concern for the fact that good clients need to be convinced, converted, sold, and retained – and only a good distribution pipeline can handle that.

Over the years, my experience in B2B SaaS has at least taught me that fantastic sales teams bring in sales much better than what a good product alone can. Hell, if SAP can sell something as terrible as SuccessFactors for millions in ARR – then there is a big chance that a good product alone doesn’t cut the deal.

I mean – you can always believe in Product Led Growth – but is that even sustainable for most industries? Without humans building integrations and customizations – will any tool ever remain sticky enough for people to adopt and never leave?